Download - Customers Included - a book review
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Book Report: Customers Included by Mark Hurst and
Phil Terry
review by @darylhemeon
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What does the customer want?
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http://creativegood.com/consulting/
@markhurst@philterry
https://customersincluded.com/chapter1.html#chap1
The Authors
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1. Observe customers directly.2. Discover customers’ key unmet needs.3. Build consensus across the organization to meet those needs.
Simple to describe - easy to understand
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Sound familiar?
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The Case Studies
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So Netflix recovered by taking “No shortcuts, a steady disciplined” focus to “execute on the fundamentals” - provide great service for its customers.
The cost of not including the customer
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let’s just innovate it
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finding a contact is too hardsending a text message was clunkysetting up a conference call was impossible
what started the revolution?
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i hate focus groups
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Focus Groups - misguidedPersonas are fake Why is my survey are full of lies?
What are you saying?
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Here’s your sign
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talk with your customersdiscover what they want mostinclude your executive team to show them how bad it really is
Listening Labs
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Recommend approach is to get executives to participate in Listening Labs so that consensus can be built around the INSIGHTS
Can you make change?
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what are the corporate barriers?
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“The first 5 times I used the site it timed out while trying to bring up the page...This site is so slow it is unusable.In fact it felt more like a puzzle. It told me to go to Windows Update and do a bunch of incantations. Why should I go somewhere else just to download what I want…”
feedback example
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microsoft.com - windows movie maker
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Rapid Prototyping and Involving the customer fit nicely - the research portion I believe happens prior to sprints to help inform the design and User Experience.
How does this fit with Lean UX?
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My .02
These types of User Research activities should be done by the development team and product owners (discovery) - BUT I do believe that this should inform the product vision and stories that get created for the backlog.
How does this fit with Agile?
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● design thinking - a good start● we don’t even know what the unmet needs
are - stop guessing and find out● use our network of client managers to
identify listening partners● go back to customers for Lean UX testing
after the lab
What does this mean for us?
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Peter Drucker from 1954’s The Practice of Management
“There is only one valid definition of business purpose: to create the customer … What the customer thinks he/she is buying, what he/she considers value is decisive - it determines what a business is, what it produces and whether it will prosper. The customer is the foundation of a business and keeps it in existence.”
What a company is for
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1. Observe customers directly.2. Discover customers’ key unmet needs.3. Build consensus across the organization to meet those needs.
let’s review
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thanks for listening - now go make it better
@darylhemeon
next up - Remote and the Lean Start Up http://37signals.com/remote/http://theleanstartup.com/
Questions?